In our inaugural Brands on Fire LIVE, which took place earlier this month at Pier Sixty-Six Resort in Fort Lauderdale, Fla., Chief Marketer spoke with Alex Tomlin, SVP of Marketing for Bacardi North America, about the enviable success of Bacardi’s brands in recent years; culturally-relevant marketing initiatives from its top sellers; communicating to and educating younger generations of drinkers; and much more. Enjoy an excerpt from the conversation—and stay tuned for more Brands and Marketers on Fire LIVE to come.

Boathouse’s Annual CEO Study on Marketing and the CMO surveyed 150 CEOs to assess their perceptions of CMO performance and marketing departments within their organizations. They found that while 79% of CMOs are now involved in financial goal setting, only half of them are involved in creating—rather than simply executing—company growth strategy. We’ve gathered the study’s key insights relating to CMO performance, financial acumen, tenure, relevance and AI integration.

Crayola is holding a year-long “unretirement” party for eight of its crayon colors. On International Colour Day, the brand launched “The Most Colorful Reunion Ever” campaign, centered around the release of a limited-edition eight-crayon pack of colors that had previously been retired. Crayola Chief Marketing Officer Victoria Lozano shares its campaign strategy, goals and social-first approach.

Lastly, ADT’s Chief Marketing and Communications Officer DeLu Jackson dishes on how the 150-year-old security company is communicating to the next generation of customers, how demographic shifts are leading the brand to CTV, the channel’s role in content integration and achieving scale, and how AI is assisting communications.

Until next week,